A recent survey commissioned by Mformation, a mobile device management company, indicated that carriers are missing the mark with their customers. 80% of respondents said they would use mobile services more it they could be customized. 67% of those respondents said they would be willing to pay a premium for the extra customization. Customization is just starting to become a focus. Google's open source phone operating system Android is leading the way in this field. Allowing customers to customize their phones, applications, and services is expected to become the path to increase ARPU numbers, and gross earnings across the wireless industry.

According to Rob Dalgety, Marketing Director for Mformation, "The key for the operators is they need to make it simple and intuitive."

This survey was conducted by a 4,000 respondant sample between the US, and UK. Research was conducted by Coleman Parkes.